MADISON, Wis.— Filene Research Institute said its Member Pulse, a research-backed data-driven sentiment analysis, audience segmentation, and actionable intelligence tool to help credit unions deepen member understanding and improve marketing outreach, is now available to all credit unions.
According to Filene, Member Pulse captures what members think, feel, and need, offering clear insight into the motivations shaping financial behavior, a segmentation approach that is unique in the marketplace.
The organization said the solution is based on its behavioral research and credit-union-specific segmentation and enables leaders to design communications, refine products, and align experiences with the needs of the members they serve.
‘Ongoing Clarity’ Needed
“As consumer expectations rise and financial needs shift, credit unions need ongoing clarity into the experiences and motivations of their members to effectively breakthrough with tailored messaging,” Caroline Vehrenkamp, director advisory services, said in a statement. “Member Pulse translates insight into action and supports leaders as they work to improve members’ financial well-being.”
Filene said the solution was developed through its collaborative innovation model and incorporates feedback from credit unions of varying sizes and markets to ensure practical usability across teams. Filene collaborated with Vertice AI to create and deliver Member Pulse. Vertice AI, a leading AI and growth solution company for the credit union movement, supported the creation of the unique member pulse model, Filene stated.
14 Credit Unions Engaged
According to Filene, Member Pulse is currently engaged with 14 credit unions ranging from $200 million to $20 billion in assets.
“Early users report that members receiving segmented, targeted emails are opening more products – and at higher dollar amounts – than control groups,” Filene said.
The initial findings reinforce the strength of Filene’s behavioral research and demonstrate how quickly teams can convert ongoing insight into meaningful organizational impact, the organization added.
‘Actionable’ Insights
“Credit unions want to embrace data driven insights in ways that strengthen their connection with members,” Mitch Rutledge, CEO of Vertice AI, said in a statement. “Member Pulse helps them do that in an actionable way.”
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